Acquisition
Advertising spend and the people reached, with the cost and response to each visit.
Analytics & Measurement / In practice
The dashboard can be tidy while the decision is still wrong.
If marketing counts submissions and sales counts accepted opportunities, both can report accurately and still disagree. I start with definitions, identifiers and the route between systems.
The deliverable is a usable decision view: what is counted, what is missing and what the evidence can support. Attribution allocates credit; it does not prove that every credited sale was caused by a campaign.
Analytics & Measurement / What I deliver
Marketing analytics consulting your team can explain.
The outputs we can scope together
- Business-event definitions and a tracking specification
- Checked GA4 and GTM implementation within the agreed scope
- Website-to-CRM field mapping and record checks
- Reporting definitions, known gaps and a handover guide
What I need from you: Website, tag and analytics access, campaign data, CRM field definitions and the people responsible for sales reporting.
Analytics & Measurement / Your starting point
Where should we start?
YOUR STARTING POINT
Discuss my analytics and measurement challengeWhich signals look familiar?
Choose what fits your situation. You’ll get a suggested starting point.
Analytics & Measurement / What I check
Question the dashboard before trusting the conclusion.
Choose an area. See what I check and where I would focus the work.
Tracking / What I check
Are the important actions being counted correctly?
- Important conversions are missing
- Duplicate events distort performance
- Tracking breaks across forms or landing pages
- Events are collected without a clear purpose
- Platform tracking and website tracking do not align
What I would change
I validate the journey end to end and remove missing, duplicate or unnecessary events.
GA4 / What I check
Can the team interpret GA4 consistently?
- Event naming is inconsistent
- Key events do not reflect meaningful business actions
- Reports are difficult for teams to interpret
- Important funnel stages are missing
- Traffic attribution is poorly understood
What I would change
I define meaningful events and funnel stages, then make their reporting purpose explicit.
Tag Management / What I check
Can someone safely maintain the tracking setup?
- GTM containers have become cluttered
- Tags and triggers lack clear naming conventions
- Old tracking remains active after tools change
- Implementations are difficult to maintain
- Quality assurance is inconsistent
What I would change
I clean up GTM naming, ownership and obsolete tags, with documented release checks.
Attribution / What I check
What can attribution tell you and what can’t it?
- Last-click reporting dominates decision-making
- Paid platforms claim overlapping conversions
- Assisted influence is ignored
- CRM outcomes are not connected to campaign data
- Teams expect attribution models to provide certainty they cannot realistically provide
What I would change
I reconcile overlapping claims and use CRM evidence without treating an attribution model as certainty.
CRM & Funnel Measurement / What I check
Can an opportunity be traced back to its acquisition path?
- Lifecycle stages are unclear
- Lead source data is incomplete
- Marketing and sales definitions differ
- Opportunities cannot be traced back to acquisition
- Revenue reporting is disconnected from marketing data
What I would change
I align lifecycle definitions and source capture between marketing and sales.
Dashboards / What I check
Does the dashboard help someone make a decision?
- Too many metrics compete for attention
- Reports show data without interpretation
- Different teams use different definitions
- Manual updates create avoidable work
- Leadership dashboards are too operational
What I would change
I agree metric definitions, separate leadership and operational views, and reduce manual reporting.
Fixing these issues creates a more reliable foundation for every acquisition and growth decision built on top of the data.
Analytics & Measurement / How I work
Define the question, check the records, build the view
A closer look
The thinking behind the work.
Open the part that matters to you. The detail is here when you need it.
Start with the question your data needs to answer.
Start with the decision: which channel creates accepted opportunities, where buyers leave the journey, or whether another budget increase is affordable. Then choose the tracking and report detail needed to answer it.
- Which channels are creating the most qualified opportunities?
- Where are we losing prospects in the funnel?
- Which campaigns deserve more budget?
- Which markets are becoming more efficient?
- Are cheaper leads actually producing revenue?
- How much pipeline is marketing influencing?
- Which content contributes to conversion?
- Are our acquisition costs sustainable?
See the journey from first visit to customer.
The stages and measures depend on the business model. We keep the definition and timing of each action clear, from first visit to sale, so a cheap early action can be judged against its later value.
Conversion
The share of visitors who submit an inquiry, sign up or request a demo, and what each action costs.
Lead Quality
Which enquiries meet the qualification criteria agreed with sales.
Pipeline
Open sales opportunities, their acquisition cost and how marketing helped create or develop them.
Revenue
New-customer cost, earned revenue, recurring subscriptions and customer value.
When platforms claim the same sale, look closer.
A buyer may encounter ads, content, referrals and sales conversations before purchasing. I use platform reports alongside customer and sales records to judge the evidence, and use focused tests when the next investment needs a clearer answer.
Build reports people can act on.
Leadership may need costs, revenue and risks; a channel owner needs the detail behind a change. I structure the views around those jobs, with clear definitions and a route to investigate an unexpected result.
Executive View
Revenue, pipeline, CAC, ROAS, growth trends, and commercial KPIs.
Growth View
Acquisition, conversion, funnel movement, channel efficiency, and experiment performance.
Paid Media View
Spend, CPL, CPA, lead quality, opportunity cost, and revenue contribution.
Organic View
Non-brand traffic, rankings, conversions, pipeline, and organic revenue.
Lifecycle View
Lead progression, email engagement, opportunity conversion, retention, and reactivation.
The reporting structure should reflect how the business actually operates rather than force every stakeholder into the same dashboard.
Set up the tracking. Check what it records.
I can work in GA4, Google Tag Manager and Looker Studio, define campaign naming and connect reporting with CRM outcomes. Where development is required, I provide the event requirements and validation checks, then work alongside your technical team.
The tools I use for the job.
GA4Google Tag ManagerLooker StudioGoogle Search ConsoleGoogle AdsMeta Ads ManagerLinkedIn Campaign ManagerHubSpotZoho CRMAppsFlyerAdjustHotjarMicrosoft Clarity
Analytics & Measurement / Case studies
Better evidence. Better decisions.
Five engagements, each with its original business context. Follow the choice, implementation and outcome; we adapt the relevant method to your B2B journey.
Five projects. Different growth challenges.
B2B SaaS01 / 05
Following campaign records into the sales pipeline
GA4 · GTM · CRM · Offline Conversions · Looker Studio
Usable source information rose from 54% to 91% of opportunities after campaign identifiers and sales-stage definitions were matched.
Within six weeks: 54% → 91% Usable Opportunity Sources · 4 Hours → 45 Minutes Weekly Reconciliation · Shared Pipeline-Based Channel Reviews
Read the case studyE-commerce02 / 05
One business. Two revenue totals. A 21% gap.
GTM · GA4 E-commerce Events · Checkout · Order System
Order-level checks reduced the reporting gap to 3%, exposing duplicate purchases and inconsistent revenue definitions before campaign budgets were judged.
Within four weeks: 21% → 3% Revenue Reporting Gap · Duplicate Purchase Events Below 1% · One Shared Revenue Definition · 4-Week Measurement Rebuild
Read the case studyServices business03 / 05
Finding the drop between a mobile form and a booking
GA4 Funnel Events · GTM · Booking Flow · Device Segmentation
Mobile form completion improved from 2.4% to 3.3%, with booking and attendance checked so the fix did not move the problem elsewhere.
2.4% → 3.3% Mobile Form Completion · 58% → 67% Booking-to-Attendance · 8-Week Improvement Cycle
Read the case studyMultichannel brand04 / 05
Google and Meta both claimed the sale. Now what?
Platform Attribution · GA4 · CRM / Order Data · Incrementality Tests
A limited budget test reduced acquisition cost by 14% at comparable new-customer volume, without treating overlapping platform claims as proof.
-14% Acquisition Cost at Comparable New-Customer Volume · €90K Monthly Media Budget · -60% Reporting Time · Every Budget Recommendation Documented With Evidence and Uncertainty
Read the case studyLeadership team05 / 05
Forty slides. Fourteen decisions still waiting.
Looker Studio · KPI Definitions · Executive Reporting
Preparation fell from two days to half a day, with important metrics tied to a decision, an owner and follow-up.
2 Days → 0.5 Day Report Preparation · 100% Priority Metric Ownership · Decision Backlog 14 → 5 · 8-Week Reporting Redesign
Read the case studyHave a related project? Let’s discuss the scope.
Discuss your growth challenge ↗Analytics & Measurement / Your next move
Which decision are your reports failing to settle?
Bring the decision nobody can settle, the reports that disagree and the system that records the sales outcome. That gives the investigation a starting point.